Gemini, owned by Google, has signed a three-year sponsorship agreement with the Indian Premier League (IPL) for an estimated Rs 270 crore, sources said. The deal highlights the growing push by AI platforms into Indian cricket sponsorships. It comes after ChatGPT became a sponsor of the Women’s Premier League late last year under a two-year deal valued at Rs 16 crore.
Why AI firms are entering into cricket sponsorship?
AI platforms are increasingly showing interest in cricket sponsorships, coming at a time when the ban of real-money gaming apps has left a deep void.
Almost Rs 7,000 crore of advertising money was wiped out when the ban came into effect last year.
AI ads push remains limited
While estimates suggest that AI platforms may land up spending around Rs 300 crore on advertising and cricket sponsorship this year to drive awareness, it is still a fraction of what gaming apps were spending.